From the Credit Union Times
Working with the branding firm NewGround, the credit union’s board of directors approved the name change last summer. The new name was chosen in respect of the financial institution’s health care heritage and its approach to member service–banking with more heart, the Jacksonville, Fla., credit union said. Read more
Often credit unions change their names when their fields of membership have expanded beyond employee groups. I noticed Alive Credit Union's field of membership
appears to include a large geographic area. The first item in its eligibility list is "Those working/living east of Highway 301". That appears to include most of the Jacksonville metro area.